Marketing

CASE STUDY

Rust-Oleum

A market leader generates new demand in a fast-changing retail landscape

Challenge

Rust-Oleum is the leading manufacturer of premium consumer and industrial paint and coating products. While market share remains strong, they recognized a shift where retailers are increasingly capitalizing upon consumer insights stemming from proprietary purchase data, and Rust-Oleum wanted to ensure they remain at the forefront of understanding consumer needs. 

As retailers build sophisticated media networks capable of targeted advertising throughout the customer journey, Rust-Oleum identified their own need to deepen target audience segmentation, streamline consumer purchase journeys, and improve product experiences. They are constantly working to increase brand consideration across products to build loyalty and generate repeat purchases. While Rust-Oleum has built substantial retail distribution through product innovation and depth of channel relationships, it has become essential for Rust-Oleum to build its own demand generation capability to inspire and educate consumers in new ways. 

Central to this transformation is the pivotal role of data, posing a significant opportunity in understanding target audiences, evaluating sales performance, and aligning marketing investments with sales and broader business objectives. 

Rust-Oleum’s ambition goes beyond defining a new organizational function; it requires a shift towards consumer-centricity, emphasizing projects over products and necessitating the establishment of robust data-driven capabilities. 

As a leader in their space, the company recognized the importance of staying ahead of the latest demand generation capabilities and ways of working.  

Solutions

Organizational paradigm shifts are complex. Helping this 103-year-old company transition from a product-centric wholesaler to a customer-driven growth engine required four components.  

Structural overhaul: Rust-Oleum’s first crucial step clarified the structure, capabilities, and resources required for the demand generation team. That meant redefining the marketing function, finding new ways to work with sales and content creation teams.  

Prophet, which has researched ways brand and demand work together in today’s marketing industry, helped increase focus on internal misunderstanding of a demand generation capability, emphasizing the importance of understanding a broader audience target beyond their core spray paint consumers. We helped stakeholders see how these demand generation goals align with the company’s overarching business objectives. 

Building the perfect pilot: Next, we focused on creating a tangible example of exemplary demand generation, illustrating what success looks like from conception to execution. The effort required a comprehensive industry and landscape analysis, using competitive insights to deepen the company’s audience personas and develop a meticulous media plan.  

Full-funnel implementation: The solution also emphasized a full-funnel approach, guiding Rust-Oleum beyond awareness and into sustained engagement and enablement.  The company has implemented that approach across their national marketing platform as they shift focus from products to projects. 

While the company was experienced in using paid media to engage audiences and spur sales, this revamped strategy opened new ways to sustain, maintain and nurture consumer relationships across owned channels and touchpoints. 

Sharpening measurement tools: Ongoing campaign planning and execution is measuring performance and improving the effectiveness of the end-to-end demand generation process. This equips Rust-Oleum with the ability to optimize their retail media, drive brand awareness and allow for future project inspiration. And it is building organizational confidence that will guide future investments. 

Results

Rust-Oleum kicked off the first campaign using this full-funnel approach in late 2023, with plans to run through the summer of 2024. Paid search, paid social, and direct partnerships with industry publications began generating positive outcomes almost immediately.  And the new approach is helping the team use real-time performance data to refine and enhance investment strategies, which are skills it needs to compete in dynamic retail environments. 

Rust-Oleum’s robust data analysis has allowed the team to develop vital experimentation muscle. The current marketing campaign includes many new test and learn approaches to assess paid media impact on sales and improve marketing performance, thus driving future investment decisions.  Armed with these findings, the company is moving beyond advertising, creating web and mobile experiences that enrich the consumer journey. 

Rust-Oleum is evolving from a traditional wholesaler to a consumer-centric organization, tapping into new audiences and product use cases to drive sales more effectively. 

These insights are building the brand’s retail resilience, helping it make profound correlations between marketing efforts and sales impact. These are the kind of “aha” moments that build brand relevance and lead to uncommon growth. 

“This effort involved new thinking for Rust-Oleum. Armed with more robust data and insights, we can drive sales and support our retail partners. Prophet helped us bring deep credibility and rigorous data measurement. That was invaluable in demonstrating the impact of Demand Generation to our executives. The Prophet team is also fun and meshed with us in ways we haven’t experienced before. That helped us upskill our own teams and get to unexpected solutions faster.”

Lisa Bialecki
Vice President, Strategic Communications & Demand Generation

CASE STUDY

Kibo Foods

Ingredients for a Successful CPG Product Launch

Challenge

Colombian CPG conglomerate, Grupo Nutresa, was launching its first North American product, Kibo Foods—nutritious, delicious chickpea chips—to the U.S. market, exclusively through Amazon. 

They needed a partner that could bring a modern approach to all aspects of their U.S. launch—branding, marketing, owned and paid media, content development, website, e-commerce, fulfillment, media management, performance measurement and optimization.  

Solutions

Since Kibo Chickpea Chips had no previous brand presence in the North American market, it was crucial to determine their potential consumers. We identified online tribes of healthy snackers to understand possible target audiences based on their affinity for similar brands and likelihood to buy snacks on Amazon.com. Three “Healthy Snacker” target profiles were built with hyper-focused demographics—including interests, brand affinities, personality traits, shopping behaviors, influencer relationships, media channel consumption habits and most-engaging content types. 

We then refined the Kibo brand positioning, crafted relevant messaging themes, and established a distinct, playful voice and visual design system. Detailed message maps overlaid the brand strategy to the shopper journeys and confirmed which omnichannel assets, experiences and messages would engage audiences most. We then created an all-in-one visual web design platform that allowed us to build and take the site live without a long development and testing process. Working closely with the Kibo team, we established their digital storefront on Amazon, providing consultation, SEO-backed copy, product imagery, offers and ad assets. 

Then, we created a media strategy to put the right message in front of the audience at the right time. We selected channels, allocated the spend and modeled against goals to ensure a drive to purchase. To get the brand in-market quickly, we conducted a three-day video and photo shoot strategically organized to capture an entire asset library, which included motion graphics, product photography, lifestyle imagery and video assets, allowing us to build a seamless customer experience across the website, social channels, email and display—and setting up the Kibo team for ongoing social engagement.  

Results

We helped Kibo get its start in homes across America with continuous optimization through analysis that fueled robust sales growth. To enable internal marketing and creative teams to execute and extend the brand effectively, we developed an activation playbook that synthesized the brand strategy and summarized brand guidelines. Performance reports and optimization recommendations were delivered monthly to guide ongoing content, theme and messaging decisions. 

Impact

23%

over sales growth projections

CASE STUDY

St. Martin-in-the-Fields

Growing a donor base to help homeless women rebuild their lives

Challenge

Homelessness in the U.K. is on the rise as the cost of living crisis pushes more people onto the streets. Homeless women – often fleeing violence – are even more vulnerable on the street. St. Martin-in-the-Fields, a London-based charity, started the ambitious 18 Keys project to raise £1.8 million to re-develop a hostel in London to provide stable accommodation and services to help homeless women rebuild their lives.

To make this initiative a success, 18 Keys needed to reduce its dependence on institutional contributions and grow its donor base. The project needed a distinctive fundraising campaign strategy to expand its reach and mobilize new donors.

Solutions

Prophet started by analyzing the communications of other charities, isolating the best practices of the most successful fundraisers. With those insights, we interviewed current and potential donors to better understand why, when and how they donate and their perceptions about the explosion of homelessness in London. Then we huddled with the 18 Keys team, ideating new audience segments and key messages for each group. And we revisited the team’s approach to collecting testimonies, knowing that real women telling their stories will have more impact than any other form of marketing.

We distilled those diverse findings into a comprehensive new strategy. That included tone-of-voice principles and vital messages they could use going forward. We helped prioritize the highest-impact channels where they could achieve maximum ROI, and developed tools for creating future content.

Results

Armed with the thinking and tools to enable them to compete with the larger charities, the 18 Keys team has been using Prophet’s guidelines to create distinctive and motivating fundraising campaign messages that compassionately illuminate the plight of women struggling with long-term homelessness. In March 2023, the project surpassed its £500,000 donation target by 6%, keeping it on track to hit £1.8 million by the end of the year.

“This is revelatory. Such a clear and insightful strategy with a weight of detail we simply would not have had access to without your help.”

Caroline Muir
Major Gift Fundraiser at St Martin-in-the-Fields Trust

CASE STUDY

UGG

Building a relentlessly relevant brand

Challenge

A beloved brand known for its iconic boots, UGG was looking to expand its relevance and connect with Gen-Z consumers in an emotive and ownable way. With a mix of established and emerging markets across the globe, UGG wanted to not only identify their target customer but understand where and how to create deeper engagement and drive further growth with them. The brand needed to show up as a more assertive and compelling brand— inspiring its consumers to join a community that stood for something beyond trendy footwear.  

But creating a relentlessly relevant brand for UGG meant balancing several key challenges. We had to reach (and win with) Gen-Z consumers without alienating UGG’s existing core customers. Which meant managing the tension between making bolder moves to meet the self-expression of younger consumers and maintaining the classic UGG brand for legacy consumers. 

Solutions

We began our immersion by conducting internal stakeholder interviews to understand the vision and aspirations for the brand. We then conducted global consumer qualitative research to better understand consumer perspectives on the brand, their lifestyles and communities, and to generate a hypothesis for a global brand direction. 

Using this as a foundation, Prophet implemented a rigorous quantitative process to deliver consumer target segmentation for UGG driven by customer style attitudes and core emotional & functional needs. Out of the 6 segments identified, we prioritized 3 unique segments that UGG could act on and start driving engagement with. Our team also provided targetable Micro-Communities built around passions, hobbies and other interests with these segments for future activation. From these inputs, we worked iteratively with the UGG team through workshops to define UGG’s global brand positioning and voice, and how to activate this newly defined brand. 

Results

Prophet worked with UGG to identify and prioritize consumer target segments along with a global brand strategy to align the product, marketing, and overall consumer experience across all of its brand touchpoints. 

Prophet delivered a brand book used to communicate and rally the new strategy internally and guide activation efforts across functions and organizational teams. Our work aligned UGG and the parent company, Deckers, to have a unified focus on their brand’s “north star” and their primary consumer targets. 

“The Prophet work was a rallying cry for the entire organization to galvanize around our primary consumer target. We’re all speaking the same language now and that was almost indescribable in terms of how far we’ve come in a very short period of time.”

Carole Diarra
Vice President of Marketing

CASE STUDY

The North Face

Defining a unique proposition for the iconic brand’s loyalty program in Greater China

Challenge

Since its inception in 1968, The North Face has become an iconic global outdoor sports and lifestyle brand. For years, the brand successfully operated a loyalty program called XPLR Pass, but the team determined that the program needed to be revamped in the Greater China market to create deeper engagement with its broad Chinese consumer base. The North Face hoped to expand on the types of benefits provided by XPLR Pass beyond monetary rewards, ensuring representation of the organization’s brand DNA while elevating consumer perceptions, building greater engagement and further differentiating itself from competitors. 

The North Face partnered with Prophet to craft a unique positioning for its loyalty program while ideating new benefits to bring it to life.  

Solutions

We started by immersing ourselves in the current state of the brand, conducting stakeholder interviews and reviewing past strategy efforts. In addition, we ran an immersive competitor audit to understand best practices around loyalty programs and interviewed industry experts to identify opportunities for differentiation. 

Through our research, our team identified key insights that allowed us to develop a unique positioning for XPLR Pass. We anchored the program on The North Face’s authentic history, providing trusted guidance to fuel exploration, which helped to reinforce the brand’s DNA while clearly articulating its distinctive values in Greater China. We then facilitated discussions and co-creative workshops across The North Face’s teams to clearly define XPLR Pass’s strategic objectives, design targets and customer journey roadmap. This helped us align on the key priorities of the revamped program, which was brought to life through four strategic pillars: outdoor empowerment, expert guidance, community and exclusivity. These pillars were then used to guide the ideation of the benefits provided by the program. 

A key ethos of our approach was to work collaboratively to ensure cross-functional buy-in of the new strategy. Our team leveraged innovative digital tools to facilitate interactive virtual sessions to drive alignment on the refreshed positioning. Once the strategy was set, we helped codify all elements of the updated program into a playbook, that could be used to inform all stakeholders about the program’s strategic components. 

Next, we developed an engagement strategy for next-gen high-potential brand lovers, to cultivate future growth potential. We defined identifying metrics, preference metrics and engagement tactics for the next-gen consumers. Also, we examined the existing engagement strategy of the brand and provided recommendations on how to build solid customer profiles that combine membership and transactional data with broader engagement data. Lastly, with our digital experience expertise, we recommended best practices for consumer tagging through advanced social media tactics, such as WeChat CRM, to help The North Face team drive ongoing engagement. 

Social media assets created by the North Face
Social media assets created by the North Face

Results

Our strategic work with The North Face set the foundations for the success of the revamped XPLR Pass program, serving as a key pillar of future growth for the brand in the Greater China market. The North Face team used the playbook to drive socialization across business functions and begin implementation of the new strategy.  

The strategy was then translated by the North Face team into customer-facing messaging. The revamped loyalty program was announced to Greater China consumers on WeChat in August 2022. The WeChat mini program was also designed to capture customer engagement data to help set the foundations for rich, actionable customer profiles to drive future personalization. 

CASE STUDY

AB InBev

Shaping the vision for a holistic and forward-looking ESG strategy

Challenge

After defining new sustainability commitments, kickstarting various ESG initiatives and building a strong team to further progress, AB InBev needed to develop a vision for its holistic and forward-looking agenda. Without a unifying ambition, ESG would remain a “nice to do” rather than a critical component in the corporate strategy. AB InBev called upon Prophet to help shape a narrative that captured and amplified its bold mission to “Dream Big for a Future with More Cheers.” 

Solutions

Prophet’s multidisciplinary teams started with a 4-week sprint, conducting a workshop to define the scope and depth of the work. In their conversations with the AB InBev team, leaders shared commercial goals and key themes for prioritization, and their linkages to brand purpose. 

Our team then performed an internal audit of AB InBev’s current sustainability programs, in collaboration with subject matter experts, to develop a deep understanding of results to date. Next, we looked outwards, auditing other category-leading peers and reflected on the UN Sustainable Development Goals to extract key themes, define issues and opportunities in the market and establish eight strategic tentpoles for the narrative. We reviewed our findings with the AB InBev team and refined them with our “where to play” and “how to win” framework.  

With these considerations in mind, Prophet delivered a cohesive and impactful narrative for the client centered around a unified, ESG-focused purpose. The narrative was translated into creative copy, visual design assets, narrative video and a brand voice toolkit to effectively bring its story to market. And to ensure that ESG touched every part of the corporate strategy, we developed a robust governance and oversight model for future work. 

Results

The work developed by Prophet captured a bold sustainability vision and ambition that is currently being used to guide internal company behaviors and external go-to-market priorities for AB InBev’s ESG focus themes: “Local, Natural, and Inclusive.” In bringing these issues to the core of its work, AB InBev continues to strive for a more sustainable, equitable and profitable world. 

And, in 2022, our work was awarded Silver for Best Brand Development Project to Reflect a Change in Mission, Values or Positioning in the North America Transform Awards.

CASE STUDY

Ulta Beauty

Transforming a leading beauty retailer’s marketing department 

Challenge

National beauty retailer Ulta sought to recalibrate its marketing model to shift from product and category-focused operations to a more integrated approach, keeping customers at the center. The organization needed to balance master brand-building marketing with efforts to generate demand for the brands it sells. The evolving market and consumer dynamics create nuanced pressure to quickly adapt to meet customer wants and needs.

Solutions

Prophet designed a marketing operating model focused on supporting agility and efficiency. This approach also allowed the brand to prioritize improved communications and increased collaboration.  

First, our teams worked with Ulta to define a future-state vision across the organization, inspiring teams, providing clarity and ensuring active ownership. We then designed integrated, streamlined processes for market planning, prioritization and briefing to support the model we had created. Lastly, we implemented a new operations function to support a centralized view of the market. This helped drive the new planning and prioritization process, reducing the burden on Ulta’s functional teams. 

Results

The new marketing operating model enabled Ulta to become an integrated, customer-centric marketing organization. The new system has led to improved communications, increased collaboration and boosted productivity across the organization.

Impact

14

processes documented

144

key employee pain points addressed

“Prophet pushed us to think differently about our organizational structure and what would serve us best, both for the short and long-term. Today, we have greater synergy and efficiency across our growing marketing organization which benefits our teams, brand partners and ultimately our guests.”

Karla Davis
Vice President of Marketing

CASE STUDY

TRAFFIC

Illuminating Vietnam’s complex wildlife trade chain to drive sustainability.

Challenge

TRAFFIC is a leading global non-governmental organization that focuses on trade in wild animals and plants in the context of both biodiversity conservation and sustainable development.

With growing concerns of potential disease transmission from wild animals to humans in trade, TRAFFIC wanted to map the key nodes and understand potential disease transmission risks across the complexities of wildlife trade chains in Vietnam. After analyzing the trade chain structure, TRAFFIC determined the actors and processes that would help it identify potential interventions. These included social and behavioral change strategies to increase the safety and sustainability of wildlife product supply and consumption in the country.

Solution

Prophet helped TRAFFIC define and analyze the wildlife trade chain in Vietnam.

Based on qualitative expert interviews and secondary research, we defined and visualized a clear and simple wildlife trade chain that illustrates the key nodes, actors and activities across the entire trade from sourcing to consumption of wild animal species in Vietnam (including pangolins, bats, rats, macaques and civets).

Next, we evaluated the potential risks of direct disease transmission to humans. This helped us to prioritize key nodes that require targeted intervention to mitigate risks at various human-animal interfaces.

Leveraging qualitative expert interviews and best practice research, we further assessed and prioritized potential intervention opportunities. We identified quick wins or longer-term investments that have a significant impact on safe and sustainable wildlife product supply and consumption in Vietnam. These included greater efforts to monitor and inform market sellers, improving enforcement of laws and penalties on wildlife trade and transportation, and enhancing education and outreach efforts targeting young people in both urban and rural areas.

Results

The wildlife trade chain analysis is now an instrumental communication tool that enables TRAFFIC to better engage key local and national government, inter-governmental and non-profit organization stakeholders on how to develop and target mitigation strategies for potential disease risks across Vietnam’s wildlife trade chain.

This work also serves as an important springboard for stronger inter-agency collaboration efforts on public health, animal/wildlife health and behavioral change. TRAFFIC is well-positioned to drive further refinement of the joint research with Prophet, guiding practical actions to strengthen the safety and sustainability of wild animal trade in Vietnam and adapting any successes to other national contexts in the broader Asia-Pacific region and globally.

“Working with Prophet has enabled TRAFFIC to visualize our wildlife trade work in Vietnam in a new way,” says James Campton, Project Leader, Wildlife TRAPS of TRAFFIC. “This rapid-research and analysis approach to expert elicitation can help us work more strategically to identify priorities for action and likelihood of impact. The concise summaries and clear infographics created by Prophet give us a model to better share our findings and develop mutual understanding with a range of partners across government, international agencies, private sector and civil society.”

“Prophet’s rapid-research and analysis approach to expert elicitation can help us work more strategically to identify priorities for action and likelihood of impact.”

James Compton
Project Leader, Wildlife TRAPS

Through Prophet’s pro-bono program, pro-bono program Propheteers lend their expertise to a select group of nonprofits, helping them achieve remarkable results. If you or a nonprofit you know is interested in working with us, reach out today.

CASE STUDY

Hillrom

Transforming Hillrom into an integrated partner built for the future of healthcare

Challenge

Coming off a long string of acquisitions and successful organic growth, Hillrom’s business more than doubled in less than three years. Not only was its portfolio of products and services more diverse, but it also carried a variety of different brand names, and its business units operated them independently. More importantly, Hillrom’s customers were turning to them for help with their digital transformation efforts. As a result, Hillrom needed to integrate its portfolio from a digital perspective and transform its brand to reflect the modern, integrated and digital-focused Hillrom.

Solution

Prophet worked with Hillrom on several fronts that included defining an integrated and connected portfolio under the Hillrom master brand. The organization became positioned around a vision of “Advancing Connected Care,” which helped bring that promise to life by migrating ongoing digital acquisitions into its portfolio. Prophet helped Hillrom run a series of customer-centric, demand-gen campaigns to bring its story to market and fuel its CRM system and sales funnel.

Results

Since its rebrand, Hillrom has experienced business growth in six of its subsequent eight quarters, with its non-bed business contributing to much of that, signifying how it is more than just its legacy hospital bed business and more of an integrated partner built for the future of healthcare.

In late 2021, Hillrom was acquired by Baxter, making it a $15 billion global medtech leader and accelerating the organization’s vision for transforming healthcare and advancing patient care.

CASE STUDY

Food Bank of Contra Costa and Solano

Enhancing Digital Communications in the Fight To End Hunger

Challenge

Food Bank of Contra Costa and Solano’s mission is “Leading the fight to end hunger, in partnership with our community and in service of our neighbors in need.”  To do so, they distribute food directly to low-income people at community sites and make food available for other nonprofit organizations serving the ill, needy and infants. This team distributed 40 million pounds of food between March 2020 and February 2021.

Food Bank asked us to help with its newsletter communication. The original printed newsletter was titled “Bread Connection” and dated back to the early 90s. Though minor layout changes were made through the years, the digital newsletter had an outdated layout with too much text and no audience focus. Additionally, articles were comprised of a too wide range of content including event updates, program statistics and stories about the brand’s service.

Solutions

Prophet helped Food Bank of Contra Costa and Solano define a targeted messaging approach, a topic framework and target audience for the print newsletter. After desk research and gathering employee feedback, the new title “At the Table” was selected. It reflects the coming together of families to share stories and inviting the donor to have “a place at the table” while staying connected to what’s happening.

The design of the printed newsletter was modernized to resemble a magazine’s balance between photos and white space. The digital newsletter audience was defined with help of a persona– Amy, a mom who wanted a hopeful, actionable, engaging email that could be applied to her life hassle-free. The digital issue was rebranded as “Refresh” and was given a design rework and new functionality (mobile responsiveness).

Results

Today, Food Bank of Contra Costa and Solano sends its newsletters to donors who have given any gift within last three years as well as volunteers who have served hours within last two years. With a clearer focus, the Food Bank team found it easier to create purposeful, written content an impactful newsletter when developing each newsletter.

It saw an increase of about $3,000 in donations directly related to the printed newsletter in the first year, trackable from paper remit envelopes in each edition.

Its digital newsletter saw 82% of their active list, which currently has 22,395 subscribers, open at least one newsletter in the past year.

“Prophet’s rework of our newsletters was a gamechanger in our offline and online communication with donors and volunteers.”

Rachel Braver
Community Marketing Manager

Impact

3k

uplift in dollars donated via print newsletter

82%

open rate for email newsletter in past year

CASE STUDY

PartsSource

Developing a new-age marketing strategy for a digital product launch

Challenge

PartsSource is the world’s largest provider of medical replacement products. To complement its growing medical parts business, PartsSource sought to create a first-in-kind digital service offering designed to help customers source a variety of service personnel in their areas. The team needed help launching the service on its online platform, which is used by over 3,000 hospitals and more than 15,000 clinical sites. As an additional challenge, PartsSource wasn’t able to present the new product at an in-person conference due to COVID-19. So, the team needed to plan an engaging, virtual launch event as a part of the go-to-market strategy.

Solutions

PartsSource turned to Prophet and Springbox, a Prophet Company, to support its first, digital-only product launch. Together, Prophet and PartsSource set out to strategically introduce the new service offering to clarify the value proposition, expand brand perceptions of PartsSource and most importantly, drive inbound leads for the business.

Prophet and Springbox developed a launch campaign strategy that successfully marketed the digital launch event, and also encapsulated the value PartsSource delivers as an end-to-end procurement channel partnership. Prophet and Springbox then brought the campaign to life by developing a series of campaign concepts (including art direction, image selection and copywriting). The campaign concepts were developed as a series of ads that were pushed into the market.

Results

The campaign strategy evolved PartsSource’s position in the marketplace and cascaded down into other value propositions. The key and supporting messages resonated with each of the unique customer audience segments, highlighting the brand’s ability to connect with customers.

In 2021, Bain Capital Private Equity purchased the PartsSource from Great Hill Partners in a deal that values the company at about $1.25 billion.

CASE STUDY

Global Investment Advisory Firm

Developing a revamped direct marketing strategy to drive sales and ROI

Challenge

The client, a major investment advisory firm, had a history of successfully executing aggressive direct marketing tactics. In fact, nearly all of its customers were acquired through direct advertising.

While the company was experiencing steady growth, it had an ambitious goal of doubling its assets under management within just a few years. To achieve this, the organization needed help attracting new client profiles and successfully moving prospects through the marketing funnel.

Solutions

Through qualitative and quantitative consumer research of prospects in four countries, our team of financial services experts partnered with the investment advisory company to gain a deep understanding of the existing prospect journey and identify the conversion gaps on the way to becoming a paying customer.

By taking a digital approach, we uncovered that our client could:

  • Better reach prospects with varying degrees of familiarity with the company
  • Add interventions at key decision points of hiring a financial advisor
  • Develop engaging direct marketing content

To bring the strategy to life, Prophet helped the client create an activation roadmap to illustrate how to convert prospects by focusing on both short-term ‘Quick Wins’ and longer-term initiatives. The roadmap is supported by a ‘test and learn’ pilot plan outlining specific processes, KPIs and resources needed to measure impact.

Results

Our project had a few key impacts on our client’s business. First, we transformed their view of the prospect journey. We helped the team of leaders see that the route from prospect to the client is dynamic, but it can be directed at key inflection points. Second, we demonstrated that a broader range of prospects could be converted into clients through our new view of the prospect journey and our market research analysis. As a result, our client changed their view of who qualifies as a ‘qualified prospect.’ Finally, our actionable activation roadmap accelerated the client’s direct marketing efforts and propelled it toward achieving its ambitious growth goal.

As a result of our project, our client observed a direct lift in sales and better ROI on direct marketing spending.

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